​​Tom’s of Maine False Advertising Claims Dropped As Colgate Exits Class Action Lawsuit

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Tom’s of Maine False Advertising Class Action Overview:

• Who: Colgate and lead plaintiff Angela Munsell have ended a false ad lawsuit.
• What: Munsell had accused the company of falsely advertising its Tom’s of Maine toothpastes.
• Where: The claim was filed in Massachusetts.

A class action lawsuit alleging that Colgate falsely advertises Tom’s of Maine brand toothpaste as natural has been ended by the company and the lead plaintiff, Angela Munsell.

The joint stipulation of dismissal, which followed mediation between Munsell and Colgate, was a brief two pages and did not contain much information, other than that the suit was dropped with prejudice and without costs.

Tom’s of Maine False Ad Claims

The class action lawsuit was originally filed in 2019 with Munsell alleging that since at least the end of 2015, she regularly purchased Tom’s of Maine toothpaste because it was advertised as “natural,” but it in fact contains glycerin, propylene glycol, sodium lauryl sulfate, aluminum chlorohydrate, xanthan gum, sorbitol, ascorbic acid and xylitol.

The lawsuit was filed three years after Tom’s of Maine settled a class action lawsuit making similar claims, and as part of the settlement, agreed to cease advertising the toothpaste as “all natural,” for a period of three years. 

Munsell alleged that the toothpaste makers returned to old marketing tactics as soon as legally allowed.

In May 2020, U.S. District Judge Nathaniel M. Gorton ruled that Colgate must face the claims in court after Colgate filed a motion to dismiss. Judge Gorton later sent the case to mediation.

Colgate isn’t the only company that has faced legal action over the advertising of toothpaste. 

In March, customers who bought Crest whitening toothpaste containing charcoal sued the company’s owner, saying they were misled to believe charcoal was safe and effective to clean your teeth and gums with.

Plaintiff Belinda Housey claimed Procter & Gamble Co. (P&G) had been promoting its Crest products as “enamel-safe whitening toothpastes that gently clean, and that can promote healthier gums,” when there is no evidence charcoal has a whitening effect.

Have you purchased Colgate Tom’s of Maine toothpaste products? Share your experiences in the comments section below.

Munsell is represented by Edward F. Haber, Ian J. McLoughlin and Adam M. Stewart of Shapiro Haber & Urmy LLP.

The Tom’s of Maine Toothpaste Class Action Lawsuit is Angela Munsell v. Colgate-Palmolive Co., et al., Case No. 1:19-cv-12512, in U.S. District Court for the District of Massachusetts.

Read About More Class Action Lawsuits & Class Action Settlements:

• Procter & Gamble Asks Court to Toss Charcoal Toothpaste Class Action Lawsuit
• Is Johnson & Johnson Baby Powder Safe?
• Judge Gives Green Light to Class Action Alleging Deodorants, Toothpastes Not ‘Natural’
• Procter & Gamble Falsely Advertises Crest, Oral-B Toothpastes As Curing Gum Damage, Class Action Claims